Hyper-Personalization: A new customer/user experience
Being able to understand the changing realities and needs of users and addressing them accordingly is becoming the main competitive differentiator in most industries. Being able to create a relevant customer experience that ensures that each user has an answer to a need before it has been fully articulated shows the determination of a company to ensure its users continue to see the value of a product or service.
Hyper-personalization takes a step forward in ensuring customer relationships remain strong. It leverages tech to mine, analyze and utilize user data, in real time, to personalize and customize interactions, content, offers and experiences.
Ultimately, hyper-personalization focuses on customer acquisition, retention, and satisfaction by initiating relevant and authentic engagement; being able to connect meaningfully with users individually from the point of lead generation to providing customer support when necessary. 69% of online shoppers say that the quality or relevance of a company’s message influences their perception of a brand.
What does hyper-personalization look like?
Integrating hyper-personalization into a marketing strategy requires organizations to explore how advanced analytics and AI can utilize user generated data to enhance customer journey and of course provide customer insights for specific product or feature upgrades and marketing.
Its framework requires highlighting certain elements that assist in developing higher contextual models for evaluating customer behaviour and consequently providing optimal experiences. Highlighting key elements like the desired hyper-personalization event, relevant channels, approach, key data sources and expected outcome ensures that companies are intentional with their hyper-personalization journey. Goals mapped based on behavioural patterns create journeys that anticipate different customer needs rather than the limited paths derived from just customer profiling.
Hyper-personalization enhances the customer journey by putting users in control of their experience through seamless transitions across channels, allowing companies to analyze real time data generated on platforms to ensure context is provided to eliminate disruptions on user journeys and deliver a more individualized experience. Hyper-personalization affects user journeys in the following areas:
- Custom and relevant advertising
Focusing marketing efforts on delivering products, offers, and information that is relevant to the recipient. 90% of customers find personalized advertising appealing
- Unique landing pages
Tailoring first impressions of companies based on what drives user engagement on different preferred sites.
- Recommendation engines
Recommending call to actions based on user interaction on platform. Showing possibly preferred content, product, or service rather than letting a user search too long for preferences.
- Dynamic pricing and offers
Analyzing and prompting a users readiness to convert by altering offers, promos and prices.
- Service chatbots
Providing easily adaptable and personalized “help centers” to users to assist them on their journey and answer questions or concerns in real time.
- Omnichannel customer service
Using databases and AI to recognize customers and provide seamless journeys both online and offline.
- Pre-populated applications
Assists users in pre-populating forms or applications on specific platforms.
- Real-time product notifications
Constantly engaging users and providing updates based on their interaction with different products and services. 80% of customers are more likely to purchase from a company that offers personalized experiences
- Loyalty programs and re-engagement
Using interaction history to provide highly contextual offers and messages.
Personalization Maturity Curve
Examples of companies that have been able to successfully integrate hyper-personalization into their business model are shown in the table below.
The importance of hyper-personalization in customer experience cannot be overlooked and with the rising number of organizations utilizing tech in communication channels and self-service interactions, more customers are expecting personalization at every point of their journey. The goal for organizations will be to push customer interaction from rules-based segmentation to an effectively automated hyper-personalization process that optimally produces better experiences and outcomes.
References
- What is Hyper-Personalization: A Customer Experience Key Component
- Connecting with meaning — Hyper-personalizing the customer experience using data, analytics, and AI
- Hyper-Personalization: The Future of Digital Marketing?
- Hyper-Personalized Marketing: How to Do It Right with 3 Examples to Prove It
- A 10-Step Plan to Deliver a More Personalized Customer Service Experience | Vonage
- Hyper-Personalization: The Future of Customer Experience?
- 9 Incredible Benefits of Hyper-Personalization {2022}
